Sony and FIFA to air first FIFA World Cup in 3D

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“This propels the football fan into a whole new viewing  dimension and marks the dawning of a new era in the broadcasting of sport,” said FIFA secretary-general Jérôme Valcke. “We are proud that the FIFA World Cup can serve as a platform for advancing technology and the viewing experience, and are truly fortunate to have Sony as a partner in this endeavour.”

From this year on, Sony added, it will be incorporating 3D compatibility into a wide range of consumer products such as the company’s Bravia LCD TV, Blu-ray disc recorders and players, Vaio and PlayStation 3, to provide a multitude of ways in which 3D content — from 3D movies to stereoscopic 3D games — can be enjoyed in the home.

By having viewers around the world experience sensational 3D content from the World Cup tournament, Sony said it aims to accelerate the expansion of 3D from professionals to consumers in 2010 and beyond.

“The transition to 3D is under way and, we, at Sony, intend to be leaders in every aspect. Our sponsorship of the FIFA World Cup allows us to leverage our cutting-edge 3D technology and premier products with dazzling content to produce a unique and totally compelling viewing experience. 3D viewers around the world will feel as though they are inside the stadiums in South Africa, watching the games in person,” said Sir Howard Stringer, chairman, CEO and president of Sony Corporation.

Sony said viewers would be able to enjoy 3D experiences at various locations:

During the 2010 FIFA World Cup, FIFA will host the “International FIFA Fan Fest” public-viewing events in seven international cities (Berlin, London, Mexico City, Paris, Rio de Janeiro, Rome and Sydney). At Sony's commercial displays located within the “Fan Fest”, people will be able to enjoy and experience promotional highlight trailers of the FIFA World Cup in 3D.
In anticipation of the Official 3D Film, viewers will be able to watch promotional trailers for the film of the World Cup in 3D at retail outlets (including Sony stores) worldwide selling Sony products.
Sony Pictures Home Entertainment plans to produce  and distribute the Official 3D Film on the Blu-ray disc and other formats. The company added that by combining the excitement of the FIFA World Cup with 3D images generated using Sony’s technology and products, Sony and FIFA will seek to deliver 3D images that convey the action and emotion of the World Cup to global viewers, and a viewing experience as if they were in the stadium itself.

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